Did you know that up to 50% of your total customer base could be inactive?
So how do you communicate with those quiet customers who no longer seem to click on campaigns and engage with your business or services? Should you just give up on them?
Definitely not. What you need are powerful re-engagement promotions to enhance your digital marketing strategy.
In this article you will find 5 re-engagement campaign ideas tailored to the following industries:
First, what is customer re-engagement?
Customer re-engagement strategies are designed to engage with customers who are no longer
active, with the goal of re-activating them and bringing them back into your sales funnel through incentives or offers.
These are old or inactive customers, people who have made a purchase but not recently, people who showed an interest in your offering but have yet to convert.
Remember, the definition of these metrics is up to you and depends on the unique needs of your business.
89% of marketing leaders expect to compete primarily on the basis of customer experience by 2016, compared to just 36% four years ago (Gartner).
What makes sense for one company is not always the best solution, you must define the best tactics for your brand. But whether you have an app or website, your marketing efforts should include a re-engagement strategy.
What Are Some Re-Engagement Tactics?
Here are some tactics to keep in mind when implementing your re-engagement strategy:
- Always aim to deliver an exceptional customer support to enhance customer experience
- Show you care about the customer and recognize why they may have been absent
- Leverage personalization and segment users into behavioural groups like products purchased, geographic location, age, etc.
- Be informative and valuable by sharing content they would find interesting, a product bundle especially relevant to them, new features, etc.
No matter what industry you are in, your business will benefit from investing in re-engagement. Research shows that a 2% increase in customer retention has the same effect as decreasing costs by 10% (Leading on the Edge of Chaos).
When customers are half way out the door, sending well-timed and well-crafted re-engagement campaigns could save you a lot of money.
5 Re-Engagement Promotions by Industry
Offer a compelling “We miss you” discount for 25% off the purchase of a flight to select domestic destinations. If possible, suggest destinations based on a previous searches or purchases.
Target customers with a product bundle that offers several products and services for a discounted price such as a phone plan subscription that comes with free GBs and headphones. Increase the discount amount depending on the subscription length and encourage longer subscription with a higher discount (e.g., 10% off for 3 months, 30% for 6 months).
A birthday is always a great opportunity to remind customers how much you care about them - offer them a coupon for 20€ to "come back" and celebrate. Suggest products they would find attractive to encourage a purchase.
Announce new features or products in an email along with a discount code for a free trial to access the features. Tell them exactly what has improved, how it will benefit them and why they should come back.
Offer credits or bonus points to inactive customers and a friend they want to share and play against, valid for the next 24hours. Add an element of gamification and sense of urgency to nudge them back into active playing habits.
Next Step: Launch Campaigns
Be sure you collect the right customer data and have the right promotion solution in place to effectively segment and deliver your re-engagement campaigns.
Often users just need a well-timed reminder that your brand is still around and will deliver a great customer experience. You just need the right tools and strategy to re-engage with customers before it is too late and they delete your app or unsubscribe for good.
86% of consumers are willing to pay up to 25% more for a better customer experience (RightNow)
Create compelling messaging, deliver a valuable offer that is relevant to the customers you are trying to win back.
When executed properly, an re-engagement strategy that is will executed will help activate those customers, increase your customer retention rates, which leads to an increase in revenue.
Customer retention is not a joke, especially when it costs 5 times as much to acquire a new customer than retain an existing one (Invesp).
What is your experience with customer re-engagement? Is customer retention an important part of your digital marketing strategy? Let us know in the comments below or get in touch!
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